Aug 21, 2009, 8:00 GMT
Berlin - Usain Bolt has redefined the sprint and with it transformed himself into a sports advertising superstar as well.
Usain Bolt at the 2009 Track and Field 12th Annual IAAF World Championships in Athleticsat the Olympic Stadium in Berlin, Germany. © Image of Sport / PR Photos
Bolt's equipment company Puma is relishing the marketing potential after the Jamaican sportsman, who turned 23 on Friday, won the 100m and 200m world titles in Berlin in world record times of 9.58 and 19.19 seconds, respectively.
'(Bolt) is a living embodiment of sport, fun and a very personal lifestyle that fits the brand perfectly and is contributing towards Puma not just consolidating but expanding its position as a leading running brand,' Puma spokesman Ulf Santjes told the German Press Agency dpa.
Indeed it is his casual style - seen by some as arrogance and attention-seeking - that has made him an icon for his Jamaican fans and athletics enthusiasts around the world. Bolt gained worldwide fame with three Olympic titles in as many world record runs at the Beijing Olympics last year, winning the 100m in 9.69 seconds despite an untied shoe lace and shutting down some 20 metres before the line.
Of course, his star appeal also makes him a huge asset for his sponsor.
A French sports marketing agency estimated that Bolt's triple-gold in Beijing brought Puma 250 million euros (350 million dollars) in publicity value.
This week, Puma CEO Jochen Zeitz told the German daily Tagesspiegel that, applying the same formula, the Jamaican athlete's world records in Berlin could be expected to be worth at least a third of this amount.
With great foresight, Puma signed him up in 2002, after the 17- year-old had won the 200m junior world title in Jamaica. Today, Puma sees him as a 'brand ambassador' and a 'pivotal element of our (advertising) campaigns', Santjes told dpa.
Bolt appears set to become another sporting legend for Puma, joining its promotional hall of fame that includes all-time stars such as footballers Pele and Diego Maradona, tennis player Boris Becker and Formula One driver Michael Schumacher.
His record-busting performance and hyped status have led to comparisons with Jesse Owens, the African-American athlete who won four gold medals at the 1936 Berlin Olympics held in the very same stadium, built by the Nazis.
Ahead of the 2009 worlds, Puma launched a number of Jamaican- inspired fashion campaigns focusing on Caribbean lifestyle and virility.
It appears Jamaica is all the rage. Though the use of pseudo- Creole (one campaign slogan asks 'Who Faster?' while a YouTube video featuring Bolt is called 'In De Club') may be cringeworthy, it appears to be enjoying popularity, judging by users' comments on the company's website.
It took Puma less than two hours after his 200m heroics for a press release which said that 'the Puma campaign 'Who Faster' ... has just one answer 'No One.''
Puma is particularly proud of Bolt's running shoes, which in Zeitz's words have 'written history'. Known as the 'Yaam,' they were designed specially for the athlete, while their trademark fluorescent orange colour is intended to complement the bright blue of the running track in Berlin's Olympic Stadium.
The sports brand has launched a 'lifestyle shoe' modelled on Bolt's, which will be called the Street Yaam.
Puma no doubt hopes the Boltmania will boost sales, as it and the remaining sports brand industry are struggling with falling demand in 2009.
Puma, which together with its competitor Adidas is headquartered in the sleepy Bavarian town of Herzogenaurach, has had to scrap investments and make substantial cuts.
Whatever the long-term financial outcome for Puma, Bolt's lightning performance has raised the bar for athletes and become an inspiration for millions.
Whether he will be remembered for generations to come as the new Jesse Owens, only time will tell.
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